Research On The O2O Strategic Choices Of Minsheng Department Store

In recent years,After a rapid growth the MINSHENG Department appeared rapid decline in 2014. some stores appeared negative growth, the number of visitors, clinch a deal the rate, The price per unit, Gross margins and other core indicators are also decreased, but nothing has taken place in the policy and outside. All was normall in enterprise management. GDP growth is still at about 8%, the disposable income of residents still had rose more than 10%, The decline in sales performance must have other reasons: It’s not just the broader economy holding, the company facing the biggest problem is from the impact of the electronic commerce of the Internet, and this situation will be intensified,it will get worse in the future. This is really the acid test of our company. Data show that by the end of 2014, the large retail stores total closed shop 201, nearly 80% of large and medium-sized retail enterprises got the egative growth. Therefore, the enterprise should be analysis of internal and external market environment, and combined with the successful experience of peers, as soon as adjust the enterprise’s medium-term development strategy to adapt to market changes.The latest research of o2 o were analyzed in this paper, and sum up the new point and view of o2 o in the research field, o2 o is based on the application of the extended model on the Internet, through the effective development of online and offline business, enterprise could take advantage the online resources for development much better, Diversion of online resources to the offline, but there is also competition with online and offline, how to do to attract the customer design of portal, this also has a lot of failures, other ploblem affecting development of online business is network security. According to the results of the above research,And the current business situation of the MINSHENG Department, facing the internal and external environment, with the brand advantage, financial advantage, management advantage of MINSHENG Deparment,and the countries for the promotion of Internet + time, overcome the shortcomings, such as complex business processes, enterprise decision-making cycle long and other problems and challenges, the o2 o mode with the method of SWOT analysis, through analysis and makes the choice of suitable for the o2 o development strategy of MINSHENG Department store.Through this analysis, this paper analyzes and determines the o2 o development strategic positioning, to improve operating efficiency as the goal, to improve overall customer consumption experience for the purpose, to expand marketing channels as the main method, formulated the electronic commerce website, mobile app, mobile payment, city logistics as the main framework of o2 o system architecture, and o2 o strategy for the implementation of the safeguard measures.